This report provides comprehensive and current information and analysis of marketing to moms including marketing to moms market size, anticipated market forecast, relevant market segmentation, and industry trends for the marketing to moms market in the US.

Current market landscape

Nine out of 10 moms say they usually put their children’s needs before their own, but nearly as many agree that moms should maintain their own identity outside of parenthood. This tension drives moms to try to “do it all” – often at the expense of their own needs.

Moms are concerned about inflation, and they approach shopping with a budget-conscious mindset. The nearly one quarter of moms who are single are especially hurt by rising consumer prices.

Market share and key industry trends

  • Moms need more support. Most moms are putting their kids’ needs before their own. Data shows that moms take on more of the household responsibilities than dads do, and they earn less in the workforce. Moms could use some help from brands— and from dads—to help give them some time for themselves and their own needs.
  • Moms seek value. In part because they earn less than men do, moms are highly attuned to strategies that can help them save money. They are concerned about the impact inflation has had on their families and are seeking value in the form of high-quality products.
  • Moms find joy in simple pleasures. Moms indicate they derive the most enjoyment from watching their favorite TV shows and eating their favorite foods. Encouraging moms to take more moments for themselves can help destigmatize the idea of moms spending time on small pleasures.

Future market trends in marketing to moms

The majority of moms are employed, but they also take on more childcare and household responsibilities than dads do. As a result, moms are often stretched too thin and are unable to spend time doing things for themselves, such as exercising. Brands can help moms by offering convenience, but much could also be done to encourage dads to pick up some of the slack around the house.

Read on to discover more about the moms consumer market, read our US Digital Advertising Market Report 2022, or take a look at our other Consumer Lifestyle, Marketing & Promotion Market research reports.

Quickly understand marketing to moms

  • Moms’ attitudes toward parenting.
  • Activities that bring moms the most enjoyment.
  • Considerations moms have when shopping for the home.
  • Value-seeking behaviors moms have done recently.

Covered in this marketing to moms market report

Brands include: Skin Republic, McDonald’s, Headspace, Starbucks, BetterHelp, Nightfood, Clorox, Target, FAO Schwarz, Raddish Kids, Fairy Dishwashing Soap, IKEA.

Expert analysis from a specialist in the field

This report, written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Most moms put the needs of others before their own. This presents opportunities for brands to encourage moms to take moments for themselves and practice self-care so they can be at their best for their families. More can be done to encourage dads to take on a greater share of household responsibilities. Brands normalizing equitable division of household labor by representing dads going above and beyond what is currently expected of them will resonate on a personal level for both moms and dads. Importantly, children seeing these visuals will grow up with a more equitable standard for tackling household tasks as a household unit.

Kristen Boesel, Senior Lifestyles and Leisure Analyst
Kristen Boesel
Senior Lifestyles Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Number of coresident mothers in the US, by age of mother, 2021
    • Opportunities and challenges
    • Moms don’t put themselves first, but they do want to maintain their identity
      • Figure 2: Prioritizing needs and attitudes toward maintaining identity (any agree), 2022
    • Moms find respite in simple comforts
      • Figure 3: Activities that bring moms the most enjoyment, 2022
    • Moms feel the impact of inflation
      • Figure 4: Attitude toward inflation’s impact on family, by household income, 2022
    • Moms look for quality in their purchases
      • Figure 5: Shopping decision factors, 2022
    • Key consumer insights
    • Moms engage in value-seeking shopping behaviors
    • Moms and dads don’t see eye to eye on shopping responsibilities
    • Moms’ activities reflect prioritizing the household
  3. Moms by the Numbers

    • Almost 35 million moms have kids under 18
      • Figure 6: Number of coresident mothers in the US, 2021
    • Most moms are Millennials
      • Figure 7: Number of coresident mothers in the US, by age of mother, 2021
    • Birth rates for some age groups edging up
      • Figure 8: Annual US births, in thousands, 2010-21
      • Figure 9: Birth rates, by age of mother, 2019-21
    • Today’s kids are more diverse
      • Figure 10: Population distribution, by age and race/Hispanic origin, 2021
    • About a quarter of all moms are parenting solo
      • Figure 11: Coresident mothers with kids under 18, by living arrangement of mother, 2021
    • Half of all Black moms are single parents
      • Figure 12: Coresident mothers in the US, by race/Hispanic origin of mother and living arrangement, 2021
  4. Market Factors

    • Moms have less money
      • Figure 13: Median earnings of working coresident mothers and fathers, 2021
      • Figure 14: Median earnings of working coresident mothers and fathers, 2021
    • High inflation threatens to minimize moms’ money
    • Moms have less time
    • Kids under 6 take up more time
      • Figure 15: Time spent on household responsibilities by women and men, by age of youngest child in household, 2022
  5. Moms – Fast Facts

    • Most moms say they usually put their children’s needs before their own
    • TV shows and favorite foods bring moms enjoyment
    • Moms are more likely than dads to be value-conscious shoppers
    • “Made in the USA” and well-established brands bring comfort to moms
  6. Finding Balance

    • Most moms put their kids’ needs before their own
      • Figure 16: Prioritizing needs and attitudes toward maintaining identity (any agree), 2022
      • Figure 17: Superwoman Syndrome and the pressures to do it all, 2022
    • Remind moms to take care of themselves too
      • Figure 18: Skin Republic Instagram post, 2021
    • Moms could use more help from dads
      • Figure 19: Agreement that parents feel well-supported in their role as parents, moms vs dads, 2022
      • Figure 20: Attitudes toward life as a parent (any agree), moms vs dads, 2022
      • Figure 21: McDonald’s Happy Moments, 2022
    • Money makes finding time easier
      • Figure 22: Prioritizing needs (any agree), by household income, 2022
    • Spotlight on the Headspace and Starbucks partnership
      • Figure 23: Headspace Instagram post, 2021
    • Younger Millennial moms more strongly agree parents should maintain their own identity
      • Figure 24: Agreement that parents should maintain their own identity outside of parenthood, by generation, 2022
    • Black moms are especially protective of their individual identities
      • Figure 25: Agreement that parents should maintain their own identity outside of parenthood, by race and Hispanic origin, 2022
  7. Sparking Joy for Moms

    • Moms’ top activities are in service to their families
      • Figure 26: Weekly activities done by moms, 2022
      • Figure 27: Selected weekly activities, moms vs dads, 2022
    • Moms want comfort and relaxation
    • Favorite TV shows help moms escape
    • Eating favorite foods can give moms “me” moments
      • Figure 28: Activities that bring moms the most enjoyment, 2022
      • Figure 29: NightFood sleep friendly ice cream, 2022
    • Shopping for oneself is a top activity for half of moms aged 18-44
      • Figure 30: Shopping for myself, by age of children in household, 2022
    • Dressing up makes some moms feel good
      • Figure 31: Wearing comfortable clothes vs getting dressed up, by race and Hispanic origin, 2022
  8. Shopping for the Home

    • Moms are the primary shoppers
      • Figure 32: Level of responsibility for household shopping, moms vs dads, 2022
      • Figure 33: Bounty Paper Towel Commercial – What You’re Doing (:30s), 2022
      • Figure 34: Get 4-in-1 Cleaning Power | Clorox2 for Colors, 2022
    • Moms seek local products and well-known brands
      • Figure 35: Shopping decision factors, 2022
    • Moms of younger kids more drawn to intellectual property partnerships
      • Figure 36: Shopping decision factor, product is associated with a show that my kids like, by age of children in household, 2022
      • Figure 37: Raddish Kids Instagram posts, 2021
    • More-affluent moms interested in sustainability claims
      • Figure 38: Shopping decision factor, sustainability claims, by household income, 2022
      • Figure 39: Fairy dishwashing soap, 2022
  9. Defining Value

    • Meeting moms’ needs via the lens of the Value Trend Driver
      • Figure 40: Mintel Consumer Trend Driver Value
    • Moms are more likely than dads to be budget-conscious shoppers
      • Figure 41: Value-conscious shopping behaviors in the past three months, moms vs dads, 2022
      • Figure 42: Bloomingdale’s email with exclusive offer, 2021
    • Less-affluent moms less likely to be brand loyal
      • Figure 43: Value-seeking behaviors, by household income, 2022
    • Leaning into alternative ownership methods may help encourage engagement
      • Figure 44: IKEA Facebook post, 2020
    • Moms are concerned about inflation
      • Figure 45: Attitude toward inflation’s impact on family, by household income, 2022
  10. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

About the report

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